Shopify X YouTube: YouTube Shopping to Scale Commerce and Community

Shopify continues to launch features that are changing the game for ecommerce brands. Shopify recently released its newest integration with YouTube, YouTube Shopping, allowing creators to more deeply connect with their online community and for ecommerce brands to leverage creator networks to promote their products. 

A win-win for creators and ecommerce brands, this development will enable both parties to scale their growth more than ever before. 

What is YouTube Shopping? 

YouTube brings commerce into its platform with the release of YouTube Shopping. The millions of merchants in Shopify’s network can now take advantage of YouTube’s over 2 billion monthly active users to exponentially expand the reach of their product offerings. YouTube Shopping allows Shopify merchants to promote their products using three outlets:

  • Live streams: Merchants can turn live streams into engaging, shoppable experiences to promote their products.
    • Tag and pin your products to the live stream at integral points. Viewers can then directly shop your inventory during the live stream, while picture-in-picture playback will enable customers to continue watching your live stream while they make their purchases. 
  • Videos: Merchants and creators can feature a curated, shoppable display of products on a product shelf that appears below the video content. 
  • Store Tab: Merchants and creators will now be able to add a whole tab devoted to displaying their product offerings as an addition to their YouTube channel.

What Does Youtube Shopping Mean for Creators and Merchants? 

According to a study YouTube conducted with Publicis and TalkShoppe, 89% of viewers trust recommendations they receive from YouTube creators. YouTube creators already use video content to promote brands they work with, so this integration with Shopify feels like a natural next step for both the merchant and creator to scale their growth. 

In a match that feels serendipitous, YouTube Shopping merges the merchant with the creator, blurring the lines between both parties. Kaz Nejatian, Shopify’s VP of product stated, “We believe creators are the next generation of merchants…” as he expressed his excitement for how this new development will supercharge the creator economy and YouTube’s growth. Shopify also aims to accelerate its overall conversion rate and sales with this release.

YouTube Shopping enables merchants to leverage video content to deepen engagement with their customers’ networks while directly promoting their products. Creators can use YouTube Shopping to monetize their personal brands, promoting their merch or own line of products, while merchants can use YouTube video content to access new audiences and build stronger customer connections. 

Which Merchants Are Eligible to Use YouTube Shopping? 

To get started with YouTube Shopping, merchants will need to have at least 1,000 subscribers.

Learn more about the requirements around content creation here in YouTube’s guide to YouTube Shopping. 

How To Get Started With YouTube Shopping

  1. Install the Google Channel in the Shopify App store.
  2. Connect your YouTube Account in the Youtube Shopping section of the Google Channel.
  3. Decide which products to promote in your YouTube Shopping content. 
  4. From the Shopping tab you can access the Monetization tab and begin adding products to feature in your videos. 

Content is At the Center of Your Growth

One thing we can learn from YouTube’s integration with Shopify is that content is not only at the heart of engagement with your community but also the catalyst for your growth. YouTube Shopping enables you to leverage content and creator networks to reach new audiences of buyers and scale your growth to exponential, new levels. 

If you want to accelerate your brand’s performance and start making moves that mean everything to your bottom line, partner with the digital marketing experts at The Snow Agency. Our leading marketing teams create powerful content that drive explosive results for our clients. 

Get started with a kickoff call today. 

TikTok Releases the Long-Awaited Attribution Manager

First came TikTok’s conversion data sandbox, launched recently to optimize attribution of TikTok ads to enable more accurate and high-performing attribution. And now comes an even more exciting development to enhance campaign measurement and maximize performance further: TikTok Attribution Manager. 

What is TikTok’s Attribution Manager? 

Attribution is key to gaining insight into customers’ actions after clicking or viewing an ad after a certain period. This information is vital to understanding what does and does not work in your ad campaigns and further informs ad content strategy to enhance future performance. 

An attribution window refers to the time passed from when a person first clicked or viewed an ad and the point at which they took action. The launch of TikTok’s attribution manager enables marketers running ads on TikTok to customize the length of their attribution windows, ranging from one day to 28 days. This means that based on the campaign’s specific needs, marketers can adjust the parameters of the attribution window to optimize the campaign toward reaching specific goals and maximize their ad performance. 

A flexible attribution manager is vital because the campaigns’ length and expected conversion times can vary so much across different brands and their respective offerings. For example, if a brand expects that customers need a certain amount of time to deliberate about their purchase rather than make an impulse buy, it would need a longer attribution window. 

How Does TikTok’s Attribution Manager Work? 

TikTok’s Attribution Manager enables you to customize click-through attribution from one day to 28 days and view-through attribution up to 7 days. However, it will automatically default to 7-day click and 1-day view for TikTok Pixel and Web Event API advertisers. 

The length of the attribution window you choose determines how long a customer has to take a certain action on your ad ad for that action to be recorded in TikTok Ads Manager. 

What Does TikTok’s Attribution Manager Mean to Ad Campaign Performance? 

In the past, with TikTok’s more basic attribution capabilities, TikTok could only track conversions that occurred directly after a consumer clicked immediately within the same session. This means that even if the same customer returned later that day to make a purchase, TikTok’s Ad Manager didn’t register it as a conversion. This would result in TikTok’s pixel reporting many false negatives leading brands to believe that their ads did not result in conversions when in reality, they did! 

The introduction of the conversion data sandbox that enabled cross-conversion reporting was a major development, helping to improve TikTok pixel’s feedback loop with more accurate, reliable and high-performing attribution. 

And now, with the release of a flexible attribution manager, TikTok’s pixel will be able to capture events beyond 1-day click like it was only able to do in the past. Longer attribution windows mean that the TikTok pixel will now be able to pick up more data about conversions across various sessions and thus, have more positive data to report. This is huge in terms of how this will result in a more positive feedback loop.

More simply, advertisers on TikTok will have more data to work with to gain deeper insights into what is and isn’t converting in their ads and then use those insights to inform future ad content strategy. More reliable and accurate attribution can potentially supercharge ad performance like never before. 

Which Brands Have Access to TikTok’s Attribution Manager?

Any brands that currently use TikTok Ads Manager can now access TikTok’s Attribution Manager directly from TikTok Ads Manager under the Assets menu. It will be available to marketers creating campaigns using either the TikTok Pixel or Events API. 

Learn more about how TikTok’s attribution manager can amplify your ad campaign efforts and performance. 

Amp Up Your Campaign Performance With TikTok Advertising

TikTok is a powerful platform in which ecommerce brands can advertise their products to drive massive conversions and growth for their business. And now, with the introduction of TikTok Attribution Manager, shortly after the release of the conversion data sandbox, you have more opportunity than ever to optimize your campaign performance to move the needle for your company. The right strategy makes all the difference. Partner with the digital marketing experts at The Snow Agency to help your brand home on the right ad content strategies, accelerate your ad performance and experience more growth than ever before. 

Reach out for a free consultation today.

Shopify Audiences Best Practices

If you have been staying up to date with the exciting developments happening in the marketing world, you would know that Shopify recently launched Shopify Audiences. Shopify Audiences is a free prospecting tool that uses a machine-learning algorithm to allow you to connect to Shopify’s massive network of consumers to find new audiences of high-intent buyers. With valuable insight into customer information to better target high-intent buyers, you can supercharge the performance of your top-of-funnel acquisition, drive conversions and increase return on ad spend. And it may just be the solution to attribution and post-IOS 14.5 tracking.

Shopify Audiences is available exclusively to brands that use both Shopify Plus and Shopify Payments. If you’re not yet on the Shopify Plus plan or processing payments with Shopify Payments, this is a compelling reason to make the switch.
Ready to get started with Shopify Audiences? Here are 9 best practices you should know. Keep in mind that Shopify Audiences is a brand new tool and new best practices will emerge on a regular basis as the product matures. These 9 came directly from Shopify:

  1. Categorize your products

Success in ecommerce depends on ensuring you get the right products in front of the right audiences. The easiest way to do this? Label your products in your Shopify Admin with their product type to help link your products to the right customers. Not only will it help you better target the right customers, but it will also increase the efficiency and accuracy of customer acquisition. Shopify Audiences relies directly on your assigned product categories to determine which consumers are in the market for that particular product. If you don’t do this, you’ll limit the effectiveness of Shopify Audiences.

  1. Re-export your in-market and lookalike audiences every 7 days 

As Shopify Audiences continues to get rolled out to more and more brands, the algorithm will continue to evolve and improve. Shopify advises refreshing your audience or lookalike every 7 days to make sure it is up to date and can predict the most relevant high-intent shoppers for your brand. For example, if you have an Audience crafted around women’s shoes, if you don’t re-export your Audience to Facebook, you won’t have the most up-to-date target audience in your ad account. Your aged Shopify Audience may still contain people who are no longer in the market for your products. Be sure to put the date of your Audience export in the title of your audience and ad set to easily keep track of this!

  1. Track audience export dates 

Keep track of when you exported your audiences to determine which exports performed well and which need adjustments. This will help you also pinpoint when you need to refresh an audience. Put the export date in your ad set too!

  1. Try multiple audiences and different products 

The key is to keep testing and learning what works and what doesn’t. Test out different product sets to represent a range of different personas within your store – to see which products of yours best resonate with which audiences.

  1. Build scale 

As your performance improves, begin scaling gradually with in-market audiences. The network of audiences you can potentially tap into will continue to expand as more and more merchants are added.

  1. Create lookalike audiences 

Creating lookalike audiences offers you more opportunities to expand your network of high-intent buyers to reach audiences of ideal customers – while lowering CPMs. And brands are already starting to see results! Blender Bottle earned a 6x return on its ad spend from using lookalike audiences. 

  1.  Test the Reach objective in your ad settings to lower CPMs. 

Leveraging this niche audience of high-intent buyers comes with higher CPMs since you have a custom list of consumers you are trying to target directly. This means in order to target these people directly, you automatically need to bid more to reach this defined audience. However, there is a workaround. Test the Reach objective to radically lower CPMs, while maintaining the same high intent audience. If you can target the same list of high intent purchasers, theoretically, you can elevate performance through hacking your way to lower ad costs.

  1. Exclude Shopify custom audiences from other ad sets

Keep your ad sets on Shopify Audiences separate from other ad sets while running similar campaigns to better measure attribution by avoiding audience overlap. Also, avoid stacking audiences to increase attribution accuracy. 

  1. A/B test with your comparison audiences

For accurate A/B testing to your comparison audiences, only target U.S. and Canada, exclude your existing customers, and make sure your budget is proportional to each ad campaign audience. Your first tests should be Shopify Audiences against a similar-sized Facebook lookalike or interest-based audience.

Get started with Shopify Audiences today to amplify customer acquisition and amp up your conversions.

Shop Cash – Shopify’s Newest Rollout

Just when Shopify launched Shopify Audiences to help ecommerce brands better target high-intent buyers and maximize ROI, comes another exciting new development currently being rolled out. But this one incentivizes and empowers both buyers and sellers alike. Meet Shopify Cash – a reward program designed to encourage customers to purchase within the Shop app.

Shopify is focusing on increasing value for both merchants and consumers, alike. They are doing everything they can to get as many merchants on the platform, on Plus plans, accepting Shopify payments, and leveraging the Shopify Fulfillment Network. Now, with the rollout of Shop Cash, they are making their next big play to keep consumers incentivized on spending on the Shopify network of brands. 

What is Shopify Cash and How Does It work? 

Shopify Cash is a rewards program that offers Shop app customers another way of making payments for purchases they make in the Shop app. Shopify Cash works like “points” or “cash rewards” for customers to use towards their purchases. When a customer uses Shop Cash to pay for their order, their Shop Cash is applied first. Any balance remaining they pay for with Shop Pay. 

Shop Cash works the same way as Shop Pay as a payment method to pay you for Shop Pay Orders. For merchants, note that the payment for a Shop Cash portion of an order might get paid out to you a day after your Shopify Payments payout. 
Shopify Cash is available to some Shop app customers and can only be used within the Shop app. Shop Cash does not have any monetary value outside the Shop App. 

How Will Shopify Cash Incentivize Customers? 

Typically, customers can only make use of the specific rewards program that an individual brand offers them and their rewards points can only then be applied to that specific brand.  What’s unique about Shop Cash is that it rewards customers with cash that they can use across the entire Shopify ecosystem. This means that they can apply their cash rewards to any brand’s store or product. This keeps them within the Shopify ecosystem and increases the chances that they will fulfill their needs there rather than seek out other retail options, like Amazon or local retail stores.

In terms of competing with the likes of other ecommerce marketplaces, Shop Cash is a significant play for Shopify. And if you have been on the fence, trying to decide which marketplace to use for your ecommerce store, Shopify might very well be the right one for you to gain major traction and supercharge growth of your business. Shopify continues to evolve with new and advanced features to help ecommerce brands maximize performance and drive conversions to enhance ROI. And in today’s increasingly fierce market, you need all the edge you can get. 

Learn more about Shopify Cash in the Shopify Help Center and within the Shop App

Stay Competitive With the Right Agency

Getting started in the world of ecommerce, especially in such a cutthroat market can be challenging and scary. That’s why you need to partner with digital marketing experts with the savvy and know-how to help your brand cut through the noise, stand out and make the kinds of moves that will mean everything to your bottom line. Reach out for a free consultation today.

TikTok Attribution Update: Meet the Conversion Data Sandbox

Up until recently, TikTok’s attribution capabilities were limited to single-session conversions for iOS opt-out users. This made it challenging to collect accurate attribution data from ad campaigns. But this is changing. Meet TikTok’s new “conversion data sandbox” which is behind its newest rollout: cross-session conversion tracking.

What is TikTok’s Conversion Data Sandbox?

TikTok’s Conversion Data Sandbox might well be the solution for high-performing, accurate and reliable attribution of TikTok ads as well as the answer for navigating around consumer privacy issues. This new development protects consumer information by using a pipeline where iOS user information is separated from other data. The user data is also encrypted, obscured and anonymized to keep the consumer’s personal information private.

How Will TikTok’s Conversion Data Sandbox Improve Ad Performance?

In the past with its limited attribution capabilities, TikTok ads would typically underreport on conversions and sales; it only tracked conversions that took place directly from a click immediately within that session! If a consumer saw an ad, clicked through, and then returned later in the day to purchase, TikTok simply did not pick this up. This means the pixel would report false negatives so brands would think that an ad did not lead to a conversion when in reality the consumer did make a purchase. With more accurate data and conversion tracking, the feedback loop into the TikTok pixel just got stronger.

This new development from TikTok will enable aggregated cross-conversion reporting, supercharging performance of ad campaigns with more accurate, reliable and actionable attribution. Brands who run ads on TikTok will now be able to draw much clearer insights into the effectiveness of their campaigns to inform future ad content strategy and drive even better performance.

What About Limited Attribution Windows?

While the attribution windows will remain the same, TikTok’s Attribution Manager will offer you more control to customize the attribution window to your needs. The default will be 7-Day Click,1-Day View. Keep in mind that this new development in TikTok attribution is still in its early stages, so as it evolves and gets rolled out to more and more advertisers, it will become increasingly powerful. Through the newly developed Attribution Manager, brands and advertisers will actually be able to customize their own attribution windows.

Which Brands Can Use TikTok’s Conversion Data Sandbox?

TikTok’s Conversion Data Sandbox is available to any brand with a current TikTok account – so no action is needed on behalf of any brand to have access to this exciting new feature. It will be rolled out to every TikTok ad account using the TikTok Pixel or Web Events API over the next two weeks and will become the default method for ad reporting attribution.

Amplify Growth of Your Business with TikTok Advertising

With competition for ecommerce brands more cutthroat than ever before and ongoing data privacy challenges, TikTok’s Conversion Data Sandbox could not be coming at a better time. Advertising on TikTok can be a powerful way of maximizing ROI while lowering acquisition costs. And the right data insights coupled with actionable strategy can make all the difference. The digital marketing experts at The Snow Agency can help you accelerate your growth with innovative, purposeful TikTok advertising, TikTok Creator services, and a strategic approach to TikTok Organic page management to help your brand cut through the noise and magnify conversions. Reach out for a free consultation today.

What is Shopify Audiences? Here’s What You Need to Know

With rising CPMs, it’s only getting tougher to achieve a strong return on ad spend. Shopify Audiences may be just the solution you need to combat ever-rising advertising costs. It is not only a major play for the ecommerce platform giant, it could be game-changing for millions of ecommerce stores worldwide. 

What is Shopify Audiences? 

Shopify Audiences is an audience-sharing tool that enables you to connect to Shopify’s massive network of online buyers to generate new audiences and find high-intent customers. The way it works is you share your first-party data from your Shopify store in exchange for the ability to access a pool of other brands’ first-party data. This data includes customer information such as their name, phone number, email address, purchase history, and shopping behaviors.

And with access to 2 million merchants’ customer information as of March 2022, and 457 million buyers worldwide, you can only imagine the data you can potentially tap into. 

How is Data Shared on Shopify Audiences? 

Data shared through Shopify Audiences is anonymized using a hashing function and is powered by AI/ML. Think of how you can upload hashed customer lists onto social platforms to create targeted Facebook and Google Ads. 

With access to customer data through Shopify Audiences, you can supercharge the performance of your targeted ads. The data network enables you to obtain the information you need to get your ads to highly relevant, high-intent buyers – buyers who have already been in the market looking for products from other brands just like yours. 

Shopify Audiences is currently integrated with Facebook and Instagram ad platforms, but TikTok and Snapchat will soon be hopping on the bandwagon, too with their own integrations to build audiences using Shopify. 

What Does This Mean for a Future Without Third-Party Cookies? 

With recent data privacy changes, it is increasingly more challenging to collect second and third-party data as well as stay in compliance with platforms’ data restrictions. The world is quickly moving towards a pixel-less future without third-party cookies.

Passed on March 2, 2021, the Consumer Data Protection Act gives consumers the ability to opt out of offering their personal data for means of targeted advertising. This type of advertising exposes customers to ads that were specifically selected for them based on data processed through their shopping behaviors.

These data privacy changes also mean that it’s getting tougher for ad platforms to correctly target the right customers so more than ever, brands need to turn their attention to collecting first-party data.  A data-exchanging tool such as Shopify Audiences is therefore, not only super helpful, it is invaluable as a means of collecting accurate first-party customer data. 

Plus, since the data shared is anonymized, there is no need to worry if the data is compliant with the data privacy requirements of major platforms like Facebook and Instagram. And shared data accessed through Shopify Audiences does not require customers to consent to their information being processed.

But as privacy regulations are constantly evolving, it is wise to stay on top of them to ensure you are always in compliance. 

What are the Benefits of Shopify Audiences? 

You can generate audiences composed of a pool of up to 2 million high intent-customers throughout the Shopify network, based specifically on the product you select.  Better targeting of high-intent buyers means that you not only increase the likelihood of conversions, you can magnify your overall top-of-funnel acquisition. With more accurate targeting, you can decrease conversion costs, while driving conversions up for improved return on ad spend. 

And while you will eventually exhaust your ability to expand your audience on third-party channels like Facebook and Instagram, this won’t happen with Shopify Audiences. Shopify Audiences’ algorithm is continuously evolving and improving which means you will always have access to new, uncharted pools of high-intent buyers. Shopify Audiences can also be used as seed audiences to generate Lookalike Audiences on your paid social platforms to find more customers that are similar to the ones Shopify already found for you.

Shopify Audiences not only offers an incredible opportunity to amp up ​your ​performance, it could be the solution to attribution and post – ​IOS ​14.5 tracking. ​Previously, the algorithm was unable to identify which creative, ad set or user had converted, and therefore was unable to provide actionable feedback to improve future performance.  Using server-side tracking, Shopify Audiences can accurately attribute customers’ purchases right down to the very ad or creative that motivated them to convert. This means that Shopify Audiences may not only be able to potentially close the feedback loop, it could even eventually make Facebook Lookalike audiences obsolete.

Which Brands Are Eligible for Shopify Audiences? 

At this time, Shopify Audiences is a feature that is exclusively available to brands who use Shopify Plus and Shopify Payments. If you were thinking of upgrading to the more advanced Shopify Plus, there might not be a better time. Don’t forget, with the upgrade you also get access to cheaper merchant processing rates from Shopify Payments. Shopify Plus caters to enterprise level businesses who require more sophisticated levels of customization, features, and integrations to support stores who generate millions of dollars in sales revenue. 

How to Apply For Shopify Audiences

Getting set up for Shopify Audiences is pretty easy and straightforward. If you are eligible for this new Shopify feature, here’s how you can apply! 

From your Shopify admin, go to Apps

In the Installed apps section, click the Shopify Audiences app.

Click Set Up Audiences

Click Turn On to enable data contribution and agree to the Shopify Audience terms and conditions.

Click Set Up to connect to your Facebook account that you use for your ad campaigns.

Click Connect, enter your Facebook account credentials, and then click Continue.

Click the Facebook Ad account that you want to export your Shopify audiences to.

Click Accept terms to accept Facebook’s Custom Audiences terms. 

Get Started with The Snow Agency to Scale Your Business

Competition is only getting more fierce for ecommerce brands. So, taking advantage of Shopify Audiences could give your business the edge it needs to succeed and amplify your performance like never before.

We are incredibly excited to dig into this further with our brands and publish some case studies that speak to the power of this new, potentially game-changing tool.

If you have questions on how to take your Shopify store to the next level or are looking to elevate your marketing campaigns to drive conversions, connect with the digital marketing experts here at The Snow Agency. Reach out for a free consultation today.

5 Benefits of Lease-to-Own For Your Business in 2022

Millions of consumers have already made the switch to shopping almost exclusively online. However, not all consumers are in the best position to pay for everything in cash or in full. In this day and age, buy now, pay later (BNPL) payment processors like AfterPay, and Klarna are making it easier for consumers to access the products they need. They can buy what they want and not have to worry about paying the full price up front.

But what about people whose credit scores may not qualify for a BNPL product? There’s a solution to capture this underserved market by offering a lease-to-own (LTO) provider such as Katapult.  Your business does not want to lose out on the benefits of LTO.

 

Benefit 1: Evolving credit? Katapult is the solution!

 

Katapult is a lease-to-own provider that reaches a target audience many e-commerce stores neglect – an audience with nonprime credit. LTO offers a solution for the people who really want your product, but don’t qualify for BNPL like Klarna, AfterPay, etc., or can’t afford to pay for it all at once. These customers get lost, they’re removed from your sales funnel, and may never visit your store again. Unless you have Katapult! Katapult allows approved applicants the opportunity to lease-purchase goods without making a long-term commitment.  You can spread out your customer base with BNPL and lease-to-own options..

 

Benefit 2: Offering multiple alternative payment  options.

 

Customers can be picky when they’re checking out. Are they going to use a credit card, PayPal, ShopPay, etc.? No one knows, and it’s hard to predict. That’s why you want to offer multiple payment solutions such as BNPL or LTO. BNPL providers have made their staple on most e-commerce sites and some retailers have not added an LTO payment solution that may be available to more consumers with developing credit. Fortunately, Katapult works in conjunction with BNPL processors and provides approved customers the option to lease-purchase the items they desire even if the BNPL providers have declined them.

 

Benefit 3: The more payment options available, the more transactions!

 

Don’t be the last to offer LTO! Your business may miss the opportunity to serve a broader customer segment who may be unable to qualify for BNPL.. Therefore, having an  LTO option, like Katapult, which enables a broad consumer base to apply for a lease-purchase option with minimal risk to the merchant, is an obvious yes! You grow your revenue and audience by just adding a simple alternative solution that is overlooked by most e-commerce business owners.

 

Benefit 4: Increase your audience reach.

 

When you partner with Katapult, you’ll get the benefit of being featured in their Retailer Directory that drives high-converting customers to merchants every day. People familiar with Katapult will automatically see your store, drive up store sessions, and potentially transact. Especially since they know your store offers a lease-to-own option.

 

Benefit 5: Your business has a true partner!

 

When you integrate with Katapult, you add a partner who not only supports the integration of alternative checkout solutions but also increases your marketing efforts with segmented emails, asset libraries, and educational materials so your team and your customers know the best way to promote your new checkout solutions. At Katapult, you receive a dedicated Client Success Manager who works with your team to optimize your new lease-to-own solution so you can capture the highest conversion rates possible.

Email Marketing Is STILL Important. Here’s How To Do It Right in 2021.

Email Marketing Agency - The Snow Agency

Why Email Marketing Is Still Valuable in 2021

It’s 2021. Is email marketing still important? The short answer is yes — but we won’t leave it at that. Email is a more personal and intimate way to foster relationships with your customer base. According to Forbes, it costs more money to gain a new customer than to keep an old one, and email marketing is a great way to utilize your existing customer base. Successful email marketing still requires time, attention, and finesse to be effective and achieve the best results.

What Is Email Marketing?

Email marketing is a form of direct digital marketing where advertisers can reach customers with information about new products, special events, great deals, and more. While you may consider this an outdated form of marketing, the developments in tech that make people believe email is obsolete happened recently due to our changing digital world.

Overall, email marketing is very similar to its predecessor, print marketing, which still exists and has real value in modern life. We see flyers, magazine ads, and newspaper ads used today in many different fields. These print marketing tactics attempt to reach customers and include a “call to action,” clearly directing the customer to take a specific action after viewing the ad.

Email Marketing Agency - The Snow Agency

Is Email Marketing Still Important in 2021?

Email is still a relevant way to reach people in 2021. Over four billion people used email this year and experts predict that number will continue to grow. In the United States, over 90% of adults have emails and check them regularly. Despite the rise in social media advertising and other forms of communication like text messages, email marketing still deserves time and investment in your marketing strategy in 2021 and beyond.

What Are the Benefits of Email Marketing?

Benefits of Email Marketing- The Snow Agency

Here are a few lasting benefits of email marketing to help demonstrate its relevance despite the advance of technology since the early AOL days:

  • Targeted content: Targeting isn’t limited to social media — you can do it via email too. When building your email list, you should also be documenting your customers’ preferences as you learn more about them so you can send more relevant content. Email marketing also allows you to send content with personalized details like names to make your communication feel more like a relationship and less like an advertisement.
  • Build rapport: Email marketing is a great way to build rapport with your customer base through continued contact. Customers get dozens of emails a day, so yours need to stand out. For your emails to get noticed, it’s crucial your company sends well-thought-out emails that bring value to the customer. Over time, subscribers will become more invested in your business and want to keep up-to-date on all your sales and events.
  • Collect feedback: Customer feedback is worth its weight in gold. You can improve and grow your business using this valuable information – what better way to obtain this information than by email? It always helps to provide a small incentive, although many customers will give feedback without incentive on a company they are invested in and have a good relationship with.
  • Boost sales: Email marketing allows you to take advantage of people’s impulsivity if you formulate your emails correctly. One way to do this is to send emails with similar products to that subscriber’s previous purchases. You also need to create a lot of value in your message — get them invested in the brand values and identity so that they integrate this brand into their lives beyond just a purchase, and they’ll stick around. Pulling the trigger on a purchase as a result of an email isn’t an anomaly – email marketing garners $37 billion in sales every year.
  • Easily measured: It’s a common misconception that email marketing cannot be measured as easily as other types of marketing. Email marketing is easy to track with valuable metrics such as open rate, click-through rate, and conversion rate. All of these metrics go a long way towards developing a solid, effective email marketing program.
  • Financial investment: Some companies spend a fortune on marketing — especially social media marketing. But sending out emails is cost-effective since sending an email doesn’t cost anything. You have to spend some resources creating a solid email, considering that there may be costs associated with design, copy creation, and possibly even an email marketing software. But this amount is minuscule compared to the amount of money spent on social media advertising campaigns.

Best Practices for Email Marketing in the 21st Century

Email Marketing Best Practice- The Snow Agency

Email marketing can be effective, but it’s a lot easier to do email marketing wrong than to do it right. Thankfully, we’re here to help with email marketing best practices for the 21st century.

  • Get consent: There’s nothing worse than unsolicited marketing emails. Ensure you’re not sending unsolicited emails by requiring subscribers to opt into your marketing emails. How do you get prospects to opt-in? Perhaps the best way is to offer incentives in exchange for their consent to receive email, like 10% off their next purchase or early access to your next big sale.
  • Make unsubscribing easy: Getting consent is vital, but keeping it is also necessary. Always make it easy and straightforward for people to unsubscribe to your emails if they no longer wish to receive them. To figure out why the person is unsubscribing, it’s a good idea to include a short survey alongside the unsubscribe request. This allows you to gain valuable insights that can benefit your email marketing strategy.
  • Find the right frequency: Perhaps the hardest part about email marketing is figuring out the ideal frequency for your messages. You don’t want to send too often and end up annoying your subscribers. You also don’t want to send too infrequently and become distanced from your customers — email marketing is about building rapport and relationships. Try to find the right frequency for your brand based on past performance and analytic metrics.
  • Always provide value: If your messages have no value, they won’t get opened. Be upfront with the value and purpose of your message right in the subject line. Before sending out messages, always ask yourself if you would like to receive this message. What can you gain from it? Putting yourself in your customers’ shoes is always a smart business practice, especially when it comes to email marketing.
  • Embrace customization: Customize your emails with a unique sender name and embedded customer name to make them feel more personal. Gone are the days of sending emails from “no-reply” addresses – create a memorable sender name directly related to your brand, like an “employee name” alongside your brand name. Another way to personalize your message is to include the customer’s name in the copy to build authentic, first-name-basis relationships with your subscribers.

How to Effectively Combine Email Marketing With Other Approaches

Email marketing is essential, but it’s never a good idea to focus your marketing on one single avenue. So how can you diversify your marketing strategy to include emails alongside other approaches? Email marketing fits seamlessly into other types of marketing, especially when it comes to social media.

When combining email marketing with other approaches, it’s essential to have a plan. Deciding what channels you’re going to use? Go with popular platforms like Facebook, Instagram, YouTube, Snapchat, and TikTok. There’s also SMS marketing to consider. Choosing your channels beforehand can help you create a cohesive and complementary strategy that makes sense for your business.

Consider your audience. Many forms of marketing allow you to target specific groups of people based on set qualifications, so you need to know your target audience before you begin. It helps to create a detailed customer persona with in-depth information about your ideal customer.

Think about your goals. There’s more to marketing than driving sales. Are you looking to increase brand awareness? Do you need more customer information or feedback? Your marketing approach will differ depending on your overall goals and objectives.

What Can an Email Marketing Agency Do?

Email Marketing Services- The Snow Agency

This is just the tip of the iceberg of email marketing. If you’re feeling lost and overwhelmed by all of this information, the right email marketing agency can help.

An email marketing agency can guide you through implementing email marketing from start to finish. But what does that look like in practice?

If you’re partnering with us, we’ll first conduct an audit of your current email structure. Then, we will optimize your email list by organizing your subscribers into different segments that will allow you to send more targeted and personalized information. After laying the groundwork, we move on to the fun part: copywriting and designing your actual messages. We provide automated content like welcome emails, abandoned cart emails, and post-purchase emails in addition to specific campaigns.

Our work doesn’t stop once we hit send — we keep working to ensure your campaigns are experiencing massive success and actively meeting your objectives. Take Hollywood Hair Bar. We got this client a 1,708% increase in total sales, a 2,956% increase in online store sessions, and a 2,080% increase in total orders — all within 60 days.

If this sounds far-fetched or maybe even impossible, we have the experience, stats, and testimonials to prove it.

Wrap Up

It’s understandable that people dismiss email marketing in favor of 21st-century alternatives. But email marketing has held strong for decades and will continue to do so. Email is an easy and affordable strategy you can use to grow your brand if done correctly. Using an email marketing agency is the best step you can take to start benefiting from this not-so-new approach.

Sources:

7 Ways to Effectively Build Rapport With New Customers | INC

3 Reasons to Ask for Customer Feedback | Forbes

Buyer Personas: What They Are, Why They Matter and How to Best Build One | Entrepreneur

Does It Still Cost 5x More To Create A New Customer? | Forbes

The Latest Must-Know Email Marketing  Statistics for 2021 | Kinsta

Best Ways to Use Facebook Ads to Take Down Your Competition

Types of Facebook Ads - The Snow Agency

Use Facebook Ads to Take Down Your Competition: The Complete Guide

Odds are your competitors are already advertising on Facebook, so you might be considering it too. Figuring out this realm on your own can be confusing and overwhelming if you’re starting from scratch. If you aren’t sure how to take advantage of this platform, The Snow Agency is here to help. We’ve helped over 70 clients stand out within crowded industries by leveraging the power of Facebook — and we can help you succeed too.

Benefits of Advertising on Facebook

Facebook Ads Agency - The Snow Agency

Facebook ads are potentially one of the best ways to take down your competition. Here are some of the main benefits of advertising on Facebook and powerful statistics that speak for themselves:

  • Reach: Perhaps the most significant benefit of advertising on Facebook comes down to reach. You want to advertise where your customers are, and with over 2.7 billion monthly active users, they’re probably on Facebook. But Facebook doesn’t just have numbers, it also has engagement, with 73% of users logging in daily and an average daily use time of 38 minutes, according to Statista.
  • Variety: Facebook has tons of different advertising options to fit your business and your advertising objectives. There are simple ad solutions that don’t involve using Facebook’s Ad Manager, as well as advanced ad solutions where you can create, customize, and place your content.
  • Affordability: Many people assume they can’t afford to advertise on such a huge platform like Facebook. Multiple types of ads are very affordable, even for smaller or newer businesses with limited marketing budgets. According to WebFX, the average cost per click (CPC) on Facebook is $0.97, and the average cost per 1,000 impressions (CPM) is $7.19. Facebook also allows you to set a budget for your campaign ahead of time, so you don’t end up spending more than you wanted to.
  • Specificity: Your advertising won’t succeed if your content isn’t reaching the right people. With Facebook ads, it’s easy to reach your target group with your content, making it more likely to appeal to them. Facebook allows you to target specific groups of people to view your advertisements based on their user data. Targeting is one of the best ways to increase your return on investment (ROI) and will be covered more in-depth later on.
  • Measurability: The last benefit of using Facebook ads is measurability. Facebook ads provide you with valuable insights into campaigns as they’re running. With these insights, you can ensure your ads have their desired effect. If an ad isn’t getting the results you wanted, you’ll notice and take steps to adjust it so you don’t waste more money on an ineffective ad.

Different Types of Facebook Ads to Know About

Types of Facebook Ads - The Snow Agency

After reading about all those benefits, hopefully you’re ready to start advertising on Facebook. Launching ads on Facebook isn’t something you should do impulsively. Be strategic and smart about getting your money’s worth, as many different factors go into a successful Facebook ad campaign. One of the first factors to be aware of relates to the type of advertisements you choose, as Facebook offers several different formats.

Here are some of the different types of Facebook ads to know about to choose the best ones for your brand:

  • Facebook Image Ads: This type of ad is great for beginners as it’s relatively easy to create and post. It consists of an image, headline, ad copy text, and link description. Image ads need to have a strong call to action that typically links back to your website. Image ads need to be eye-catching and well-written, so take care when choosing a photo, writing the ad copy, and launching. Think about all the different images people scroll past on their feeds every day – what will make yours stand out? Once you have the right image and text, make sure they are the right format, size, and resolution to meet Facebook’s requirements.
  • Facebook Video Ads: Video ads require a bit more work, but can also come with a huge reward. Video ads are a great way to stand out amongst the less exciting image ads used by your competition. By appealing to more senses through sight and sound, you can increase the likelihood a user will stop scrolling to view your video. We recommend keeping Facebook video ads 15 seconds or less, so it’s essential your ad is clear and convincing in a short amount of time.
  • Facebook Carousel Ads: Promote more products, offers, and information with carousel ads. You can include up to 10 different images or videos, each with its own link. This is a great way to ensure that your content will appeal to more users. A clothing company can include images of 10 different shirts on a carousel ad, and with the right targeting, at least one of those shirts will appeal to the viewer.
  • Facebook Collection Ads: Collection and carousel ads both feature multiple products, but collection ads have the advantage of viewing and browsing multiple items at once. It offers a user-friendly platform for people to discover, browse, and purchase products from within the app. This type of ad consists of a headline and a cover image with multiple products shown beneath.
  • Facebook Post Boosts: These ads take one of your existing Facebook posts and “boost” it so it shows up on more users’ feeds. This is a great way to cross-utilize your posts that have performed well in the past. Since a post boost looks like a regular post and not an ad, it also allows your brand to fit seamlessly into users’ Facebook feeds.

How to Effectively Target on Facebook

Facebook Targeting- The Snow Agency

We’ve mentioned targeting several times as a benefit of using Facebook advertising. And while targeting can be an effective way to take down your competition, that’s only true if you know how to use it.

Here’s what to know about effective targeting mechanisms through Facebook ads:

  • Demographic targeting: Start narrowing down your potential audience with demographic targeting. You can choose to target people based on their age, gender, and language. Going a step further, you can target people based on education level, generation, political affiliations, and more.
  • Location targeting: This type of targeting allows you to target people based on their geographical location. Location targeting is a beneficial option for brick-and-mortar businesses that are looking to gain business in specific cities.
  • Interest targeting: With interest targeting, you can narrow down more than 2.7 billion Facebook users by their interests, such as fashion, food, entertainment, fitness, business, and so on.
  • Behavior targeting: You can also target people based on specific actions they have taken, like a purchase they have made. Behavior targeting also allows you to target people based on events they’ve gone to, the research they’re doing, or apps they use.
  • Connections targeting: To start building real relationships and rapport with your online community, you can target people who have previously engaged with your Facebook page or events.
  • Lookalike audiences: By analyzing details about people who are currently engaged with your business online, you can create a “lookalike audience” with similar traits. This increases the likelihood that your content and products will appeal to the people you’re targeting.

Facebook Ads Best Practices for the Best Results

Facebook Ads Best Practice- The Snow Agency

Now that you know the basics, it’s time to put it all together to create a killer ad campaign that will take down your competition. Here are the final steps to mastering Facebook ads and running your competition out of business:

  • Know your target audience: Successful targeting requires already knowing a lot about your ideal customer. The best way to determine this is to create a customer persona. This profile goes beyond the basic demographic indicators and creates a realistic person with likes, dislikes, desires, motivations, and more.
  • Know your advertising objectives: Most people assume the only advertising objective is sales, but that’s not the case. There are several different objectives when it comes to advertising, including awareness, consideration, and conversions. Set an objective and always keep it in mind as you’re going through the process of creating your ad campaign.
  • Focus on your copywriting: The key to a successful ad is strong copywriting. Visual components are important, but you’re calling users to action through words. The writing should be clear and concise while providing value and incentive. Be creative and use words that provoke emotion and enthusiasm. All of these components contribute to a strong call to action that will leave viewers wanting to act.
  • Monitor your metrics and results: Once your campaign has launched, it’s crucial to continually monitor your campaign to ensure it’s effective. Facebook provides a ton of data and insight about your campaign, so use this to your advantage to identify potential issues, make tweaks, and achieve better results.

Using an Agency to Take Down Your Competition

There’s a lot of work involved in using Facebook ads successfully, thereby allowing you to take down your competition. As a business owner, you already have a ton of work on your plate. Can you really add social media marketing to a list that already includes development, client relations, sales, staffing, and more? The good news is you don’t have to worry about any of this when you work with The Snow Agency.

We specialize in Facebook marketing and can get you great results on this huge platform. First, we help you determine the overall goal of your campaign. Next, we help you figure out who your target audience is and develop the best possible ways to access this group of people. From there, we create campaign content that’s eye-catching and creative, yet informative and professional. We launch and monitor the campaign along the way, making any necessary adjustments for the best results.

We’ve helped tons of clients grow and scale their businesses. One of our clients, Che Natural, experienced a 260% increase in return on ad spending, a 555% increase in sales, and an 801% increase in online sessions after only 60 days. And these numbers aren’t anomalies either – they are one of many examples of how we have helped our clients achieve their dreams.

We’re experts in Facebook marketing because we have been there and done it ourselves. Now, we are devoted to helping other companies enjoy the same success.

Wrap Up

While it’s tempting to use Facebook ads right away to compete with the big guys, it’s probably better to take a more strategic and measured approach. With the right research, due diligence, and follow-through, you’ll end up with an effective Facebook ad campaign that takes down your competition. And if you run into issues along the way or become overwhelmed by the intricacies of Facebook advertising, you can always reach out to The Snow Agency for a free consultation.

Sources:

Buyer Personas: What They Are, Why They Matter and How to Best Build One | Entrepreneur

Three Main Advertising Objectives | Small Business

Calls to Action that Convert Ecommerce Visitors Into Customers | Forbes

Facebook: daily active users worldwide | Statista

Cost Per Click on Facebook: What Is the Average CPC? | WedFX